Service Quality in Tourist Destination Pipa/Brazil: A Study Based on a Cluster Analysis

Abstract

This study aims to evaluate the Attractiveness and Quality factors at the tourism services provided by Pipa/RN destination. Based on 28 services attributes, the expectations of 760 tourists have been collected. The service has been evaluated by Gap Model, verifying the (dis)confirmation of expectations and perceived service. Two questions have been used to evaluate: (a) Have the expectations been varied with the social and demographic factors? (b) Have the clusters identified by cluster analysis been guided by social and demographic factors? The groups identified were marked by different priorities in relation to the attributes and by different levels of demanding on expected service.

Keywords

• Qualidade de serviço. Destino turístico. Análise de cluster.